Fresh Food Supermarkets in the Indian Punjab: Organisation and Impacts
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Date
2014Author
Singh, Sukhpal
Singla, Naresh
Dhindsa, Paramjeet Kaur
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Show full item recordAbstract
Linking primary producers with global and national markets through modern corporate
food retail supermarkets and other linkages is seen as one of the innovative ways to
improve the livelihoods of small producers in developing countries. But, value chains
driven by food supermarkets everywhere are, generally, found to exclude small farmers
for various reasons. In this context, this paper examines the inclusiveness and
effectiveness of fresh food supermarkets in linking farmers with end markets with the
help of a case study of two major supermarkets in Punjab viz. Easy Day and Reliance
Fresh based on a primary survey of growers of two major crops each. Using the
evidence and inference from this study, a number of policy suggestions are proposed for
better leveraging of food supermarket linkage for achieving smallholder inclusive crop
diversification in Punjab.
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